2025 has been rough for the Blue Oval. After tax incentives fell away, EV sales have been falling, and with quality control issues continuing to plague the automaker, Ford took the unwanted record for the most recalls in a single calendar year - a feat it achieved in just the first six months of 2025. One of those recall issues (rearview cameras) prompted Ford to offer a new warranty for cars as old as 15 years old, and it seems the bigwigs in Detroit are worried they might lose customers. One step they're taking is redesigning dealerships to make car buying feel easier, and the latest, detailed in a bulletin sent to dealers the week before Thanksgiving, is a new Owner Retention Program offering owners with major service and repair issues a discount worth 10% off the MSRP of a new Ford, according to CarsDirect.
Ford Is Keeping This Offer Relatively Quiet
Ford
The Owner Retention Certificate Program was reportedly introduced on November 18 as a Private Offer, so it won't be advertised. According to the publication, it came after dealers of both Ford and Lincoln vehicles asked for a way "to help retain customers who have lost confidence in their vehicle due to unsatisfactory service experiences." Unfortunately for those hoping to score a big deal on a particularly expensive vehicle, not every Ford product qualifies, says CarsDirect, noting that the F-150 Raptor is excluded, as are commercial vehicles. Furthermore, the 10% discount is capped at $6,000 on Fords and $10,000 on Lincolns, and the program is inexplicably not offered in California, the nation's largest car market.
Related: Ford CEO Wants To Know If You Want A Fast, Affordable RWD Sedan - But It Has To Be Electric
More fine print is that the offer is not available to those whose cars are Lemon Law-eligible, and the vehicle in question needs to have been in service for less than 36 months with 36,000 miles or less. Moreover, the "major repairs" referred to in the program are only those concerning the engine, transmission, a repaint, or a water leak, or having "multiple repairs and days out of service." Finally, those who qualify for the certificate must take advantage of the offer within 60 days, or it will expire. But there are some highlights of the offer.
The Discount Can Be Transferred, But Speak Up
Ford
On the plus side, you don't have to trade your current car in to get the discount, and if you don't intend on buying a new car right now, it can be transferred to members of your household. The program aims to placate those whose "service experience is negative enough for them to likely defect," so if you've been vocal about trading your Ford in for a Chevy in the presence of a Ford dealership employee, you can likely expect to be offered the discount. If you've been silent about your disappointment, it's unlikely that the deal will be brought to your attention.
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